Configuring Google Analytics data retention and deletion requires understanding the distinct settings for Universal Analytics (UA) and Google Analytics 4 (GA4), as well as the legal and operational implications of these choices. Data retention controls determine how long user-level and event-level data is stored before automatic deletion, while deletion requests allow targeted removal of specific data points. The default retention period in GA4 is 2 months, but this can be extended to 14 months through admin settings, though aggregated reports and BigQuery exports remain unaffected by these limits. For UA, retention options range from 14 months to indefinite storage, though indefinite retention is discouraged for compliance reasons. Data deletion requests enable removal of specific event parameters or user-associated data, with processing times ranging from 7 to 63 days.

Key findings include:

• GA4 retention settings only affect explorations and funnel reports, not standard aggregated reports or BigQuery exports ^[1]
• Default GA4 retention is 2 months, but extending to 14 months and enabling "Reset user data on new activity" preserves more historical data ^[5]
• Data deletion requests in GA4 can target specific event parameters or user IDs, with processing notifications sent via email ^[3] Data-deletion requests - Analytics Help]
• GDPR compliance requires setting "reasonable" retention periods and properly anonymizing data when not deleted ^[2]

Google Analytics Data Retention and Deletion Configuration

Configuring Data Retention Settings

Data retention settings in Google Analytics determine how long user-level and event-level data is stored before automatic deletion, with critical differences between Universal Analytics (UA) and Google Analytics 4 (GA4) implementations. These settings do not affect aggregated reports or data exported to BigQuery, but they significantly impact historical analysis capabilities in exploration tools. The configuration process varies slightly between platforms, though both require Editor-level permissions to modify.

For GA4 properties, the retention period defaults to 2 months but can be extended to 14 months through the admin interface:

1. Navigate to Admin > Property > Data Settings > Data Retention ^[2]
2. Select either 2 months (default) or 14 months from the dropdown menu ^[7]
3. Enable the "Reset user data on new activity" option to extend retention when users return to your site ^[5]
4. Click Save to apply changes, noting that this only affects future data collection ^[4]

Key limitations exist in GA4's retention model:

• Standard aggregated reports remain available regardless of retention settings ^[1]
• Explorations and funnel analysis tools lose access to expired user/event data ^[6]
• BigQuery exports and API-accessed raw data are not subject to retention policies ^[1]
• User-specific dimensions like age, gender, and interests are limited to 2-month retention regardless of other settings ^[8]

For Universal Analytics properties (now deprecated), the configuration path differs:

1. Access Admin > Tracking Info > Data Retention ^[7]
2. Choose from 14, 26, 38, 50 months, or "Do not automatically expire" ^[1]
3. Save changes, understanding that previously collected data remains subject to its original retention period ^[2]

Managing Data Deletion Requests

Google Analytics provides targeted data deletion capabilities through its deletion request system, allowing administrators to remove specific event parameters or user-associated data while preserving overall metrics. This feature is particularly important for GDPR compliance and responding to user privacy requests. The process requires Editor-level permissions and involves several specific steps with processing times ranging from 7 to 63 days.

To submit a data deletion request in GA4:

1. Navigate to Admin > Data collection and modification > Data deletion request ^[3] Data-deletion requests - Analytics Help]
2. Click + Create data deletion request to initiate the process
3. Select the deletion scope: - All parameters associated with specific events - Specific event parameters (e.g., user_id, email addresses) ^[3] Data-deletion requests - Analytics Help]
4. Specify the date range for data to be deleted (up to 63 days prior) ^[3] Data-deletion requests - Analytics Help]
5. Identify the specific data fields containing sensitive information
6. Submit the request and await email confirmation (processing takes 7-63 days) ^[3] Data-deletion requests - Analytics Help]

Critical considerations for deletion requests:

• Deleted data appears as "(data deleted)" in reports while preserving event counts ^[3] Data-deletion requests - Analytics Help]
• The system cannot delete:
• User properties or audience definitions
• Data older than 63 days
• Entire events (only parameters within events) ^[3] Data-deletion requests - Analytics Help]
• Deletions may impact:
• Campaign attribution models
• Conversion reporting accuracy
• Consent mode implementations ^[3] Data-deletion requests - Analytics Help]

For comprehensive data management beyond retention settings:

• BigQuery integration allows indefinite raw data storage with proper setup ^[5]
• Regular data exports to CSV or Google Sheets preserve historical records ^[6]
• Third-party analytics tools like Fathom Analytics offer alternative retention policies ^[8]
• GA 360 (paid version) extends retention to 50 months for enterprise users ^[5]